More than half (53%) of whisky consumers in Poland belong to the Rotators group, i.e. those who buy different brands with similar traits, such as flavour, quality and price. Deal Sensitives are another large group (23%), i.e. people who buy brands, sold on the most favourable terms. Long Loyals account for 21% of all consumers. Such people are most attached to one brand of beverage and are rarely willing to buy the products of other companies, even when the price of their favourite brand increases or is not available at the place of purchase. The smallest group in the survey of whisky drinkers are Price Sensitives (2%), i. e. those who tend to buy the cheapest brands.
Rynki Alkoholowe 9/2021